Kristina, Nabila Ayu (2023) Pengaruh Content Marketing dan Online Customer Review Terhadap Keputusan Pembelian Produk Sabun Cuci Muka Garnier. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technology that is growing rapidly, especially in the field of social media, provides many opportunities for business people as a marketing medium for company products so that they can be recognized by the wider community, one of which is the TikTok application. The purpose of this study is to find out whether content marketing and online customer reviews on TikTok influence the purchasing decision of Garnier face wash products. The research sample consisted of UPN Veterans East Java students who have a TikTok account and have purchased Garnier face wash, a total of 72 respondents, using a purposive sampling method. Data collection method used is a questionnaire. There were 72 respondents who were then analyzed using Partial Least Square (PLS). The results of this study indicate that content marketing has a positive influence on purchasing decisions and online customer reviews also have a positive influence on purchasing decisions . Keywords: Content Marketing; Online customer reviews; Buying decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nabila Ayu Nabila Ayu | ||||||||
| Date Deposited: | 18 Aug 2023 03:46 | ||||||||
| Last Modified: | 18 Aug 2023 03:46 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16748 |
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